Customer Journey

Creating meaningful real-time customer interactions

Marketers struggle to derive value from customer journey maps

Every customer is unique in the way that they engage with an organization, so having a framework in place to optimize each touchpoint is essential to enhancing customer loyalty and delivering business outcomes. Yet, most of the organizations still find it challenging to incorporate customer journey maps into their overall customer experience (CX) efforts. The key to maximizing value from customer journey maps is to make them actionable, updated, and to communicate to internal stakeholders how they’re helping them meet their goals.

82% of organizations have created a customer journey map, but only 47% are using those maps effectively,

Customer journey mapping is critical to being successful as an organization and to understanding your customers better.

Cassandra Nordlund

Director, Advisory, Gartner

Align customer journey maps with overall CX efforts to drive business outcomes

Almost one-third of organizations still find it challenging to incorporate their customer journey maps into their overall CX efforts. While marketing leaders have long understood the value of customer journey maps on customer satisfaction and loyalty, many still find it hard to incorporate them in their CX initiatives. To create value-driven customer journey maps that are aligned with the enterprisewide CX initiatives, marketing leaders must master foundational elements such as securing buy-in from key stakeholders, assessing the need and availability of data sources and an in-depth understanding of buyer personas.

Graphic outlining the customer journey process: Assemble the right team, acquire the right information, and build or use the right personas.

Strategic customer journey insights you can use

Gartner insights and advice help marketing leaders create accurate and actionable customer journey maps to deliver an exceptional customer experience and drive business growth.

Create Customer Journey Maps That People Will Use

Customer journey maps only bring value when they’re used to inform business priorities. To ensure that your customer journey maps are actionable and insightful, follow a three-step customer journey mapping process to prepare, develop and use them.

Prioritize customer touchpoint and execute successful customer journey maps

Customer journey mapping is critical to being successful as an organization and to understanding your customers better. The key to effective customer journey mapping is to document the journey from the perspective of one customer to identify all the potential touchpoints.

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Optimize Customer Experience Using Customer Data

To elevate its customer experience, Consumers Energy, a leading public utility company, decided to build a customer data-driven environment. Find out how Gartner helped it optimize customer experiences.

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Testimonial

How do we help build a roadmap to deliver a personalized and digitalized customer experience

AARP realized that to meet the needs of an increasingly tech-savvy audience, it needed to shift from a 25-year direct mail strategy to a more personalized and digitalized customer experience. Using Gartner research and expert advisors, AARP was able to realize substantial CX improvement, while achieving $100,000 in cost savings.

Gartner customer experience experts

We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

Richard A. DeLisi
VP, Advisory

Laurel Erickson
Senior Director Analyst

Andrew Frank
Distinguished VP Analyst

Gartner is a trusted advisor and an objective resource for more than 15,000 entreprises in 100+ countries.

Learn more about how we can help you achieve your mission-critical priorities.